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CUSP: BLOG SETS THE STAGE FOR RETAIL AND ETAIL |
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 Blog on the CUSP launched in summer 2006 on behalf of CUSP, a new luxury boutique from Neiman Marcus that caters to a younger, hipper shopper than its parent. As the first stores began to open, Blog on the Cusp created an online presence and viral promotion vehicle for this new fashion retailer, helping Cusp to develop its own distinctive voice. The blog regularly features store managers and stylists' take on contemporary trends, interviews with designers, photos of fashionable customers, promotion of in-store events and features on new arrivals and gift ideas. Read More
By launching with a blog in lieu of a traditional website, CUSP engaged potential shoppers efficiently (the blog is updated daily) in a format that was familiar and comfortable to the young urban professionals that comprised its core demographic. Readers can also subscribe CUSP mobile to receive real time updates about store events and new arrivals.
The blog has also established strong partnerships with local fashion and lifestyle blogs through its blogroll in each of CUSP's three markets to promote its events and authentically establish itself among the online fashion community. Now that CUSP has launched an online store connected to the blog, we are focusing on nationwide outreach.
Finally, the format of a blog, which allows for real-time feedback loops, recognizes the fashion sensibility of the consumer rather than the top down "dictation of taste" of a traditional site.
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BY BROOKE
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